Search Engine Land

MARCH 12, 2024

Earlier this year, Google announced the expansion of its Gemini generative AI model to support more products, including ad campaigns such as Search and Performance Max. All you need to start is your website URL and Google AI will help you create optimized Search campaigns by generating relevant ad content, including creatives and keywords.”

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Campaign Conversion Clients Technology 123

Search Engine Land

FEBRUARY 9, 2024

Best of the SearchBot showcases Search Engine Land’s SearchBot’s responses to prompts submitted by readers. The language model is based on content from Search Engine Land layered on top of ChatGPT. The editors of Search Engine Land selected this response for its usefulness and have supplemented it with additional relevant content.

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Clients Engineering Consult User Experience 115

Search Engine Land

MARCH 20, 2024

So, if you’re a PPC expert looking to tie your campaigns to other marketing efforts, here are four ways to start doing that. Source: Real PPC client data Like any test, you’ll want to pull the same report again later to ensure that the organic keywords are picking up those clicks that PPC used to be paying for. See terms.

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Campaign Strategize Follow-up Consult 103

Search Engine Land

AUGUST 28, 2023

TikTok’s Smart Performance Campaign (SPC) is a fully automated solution that lets advertisers target their audience automatically using the platform’s machine learning-based system. Why should you try TikTok’s Smart Performance Campaigns? SPC reduces campaign creation time by 26%, according to TikTok.

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Campaign Objectives and Key Results Clients Conversion 97

Search Engine Land

NOVEMBER 13, 2023

In todayʼs competitive agency marketplace, itʼs more difficult than ever to stand out from the crowd and retain clients. As AdWeek reports, it’s not uncommon for small-to-medium-sized firms to see upwards of 40% client turnover year over year. Why clients break up with their agencies 2. The solutions to client churn 3.

Clients 99

Clients Objectives and Key Results Referrals Non-Profits 99

Search Engine Land

AUGUST 4, 2023

As an SEO professional, I believe in embracing technology and using it to support both my clients’ businesses and my own. Those that get this wrong could find themselves with disgruntled customers and client retention issues. Can you imagine a client meeting for a new marketing campaign created solely from AI.

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Clients CRM Customer Relationship Management Technology 94

Search Engine Land

JULY 31, 2023

With many targeting, creative, and optimization options, determining the right approach for each client can be overwhelming. Here are five tips to ensure your programmatic campaign is as successful as possible. Clearly focusing on your client’s objectives will inform almost everything about how you set up your programmatic activity.

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Campaign CTR Niche Networking 91

Search Engine Land

JULY 12, 2023

If you manage ecommerce PPC accounts in Google Ads, you likely have used Performance Max campaigns since mid-2022. We can’t control how much of our budget goes to top-of-funnel strategies like video, display and discovery campaigns. One great thing is to see how Google prioritizes campaign types.

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Campaign Clients Engineering Start-ups 91

Search Engine Land

AUGUST 7, 2023

But beyond growth metrics, there’s a key element that some consultants or agencies overlook when managing a client’s SEO campaigns: Preventing confidential client content from appearing in Google search results. All this need not happen if you know how easily client data can enter Google’s index and how to avoid it.

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Clients Consult Legal Engineering 92

Search Engine Land

APRIL 4, 2023

To deliver this information, our AI models use observations from the search engine results page (SERP), such as the number of ads competing for a term, the position of each ad and elements on competing pages, and characteristics derived through natural language processing. But what does the bot have to say about the topic?

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Campaign CTR Click Through Rate Construction 95

Search Engine Land

JULY 3, 2023

If you manage paid media accounts of any kind, you probably deal with many requests and questions from clients, bosses and other stakeholders. Common requests could include launching a new campaign, pulling together a report, or asking for your perspective on a recent platform change or emerging trend.

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Clients Campaign Launch Follow-up 96

Search Engine Land

AUGUST 2, 2023

Since its inception in 2015, the Search Engine Land Awards have recognized exceptional marketers on an annual basis — showcasing outstanding work, providing well-earned exposure in coverage and interviews, and bestowing upon them the highest honor in search.

Engineering 95

Engineering Follow-up Campaign Clients 95

Search Engine Land

MARCH 16, 2023

Then you’ve probably heard of Advantage+ shopping campaigns. Advantage+ shopping campaigns: The lowdown Advantage+ shopping campaigns use automation to streamline and optimize ad delivery. Should you use Advantage+ shopping campaigns? Are you running ecommerce ads on Facebook? But is Advantage+ worth the hype?

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Campaign Technology Technology Engineering 97

Martech

AUGUST 17, 2021

Since inception in 2015, the Search Engine Land Awards has recognized exceptional marketers on an annual basis — showcasing their oustanding work, providing well-earned exposure in coverage and interviews, and bestowing upon them the highest honor in search. “Images from the campaign and data illustrating concrete outcomes.

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Engineering Campaign Clients Market share 112

Search Engine Land

JULY 10, 2023

Are you looking to make your brand campaigns on Google Ads more efficient? Initially, we found success with Google’s target impression share for brand campaigns. This article explores PPC campaign inefficiencies and recommends a restructuring strategy. We decided to split the two categories into two campaigns.

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Campaign Non-Profits CTR Conversion 95

Search Engine Land

AUGUST 11, 2023

In this article, I’ll share a list of free tools I use to manage client accounts and optimize campaigns across paid channels. Keyword research Keyword research is the building block of search campaigns, but can also influence your strategy on Youtube, Shopping and Pinterest, among other channels.

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Campaign Start-ups Growth Launch 94

Search Engine Land

JULY 5, 2023

I had the privilege of moderating a panel at SMX Advanced on PPC ad campaign structure. I had an enlightening discussion with Andrea Cruz, Director of Client Strategy at Tinuiti, and Greg Kohler, Digital Marketing Manager at ServiceMaster Brands. Is Performance Max the only way forward for campaign structure?

Campaign 91

Campaign Objectives and Key Results B2B Angle 91

Search Engine Land

JANUARY 17, 2023

This is the future that Google’s automation was supposed to prevent, but instead, we’re still trying to understand the basics of a campaign type that’s largely a black box. Here are seven mistakes I’ve seen people make with Performance Max campaigns that you can avoid repeating. Mistake 3: Picking the wrong campaign structure.

Retail 97

Retail Campaign Non-Profits Start-ups 97

Martech

AUGUST 3, 2022

This morning, during my communications campaign course at the University of Oregon, a student asked me why we research best practices and try to find examples of successful campaigns that are relevant to our client. The second B2B campaign on this list may surprise you, as it was built by a more traditional brand — Chevron.

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Campaign Gaming Education Technology 113

Search Engine Land

AUGUST 22, 2023

If you have a client or business dependent on the seasonal end-of-year holidays for revenue, there are a few reasons why you should already be actively preparing your SEO campaigns for the holiday season: It can take eight weeks (or more) to index a page , if it gets indexed at all.

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Campaign Legal Retail Start-ups 94

Search Engine Land

DECEMBER 12, 2022

Preparing and launching a new display ad campaign is not necessarily equivalent to setting it up for success. To set it on the right path, one must also engage in the practice known as ad campaign optimization. Whichever approach you choose, monitor the performance of your initial target audience(s) throughout the campaign run.

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Campaign A/B testing Conversion Launch 98

Search Engine Land

DECEMBER 20, 2022

These segments can be based on one or several characteristics that clients have in common, such as demographics, psychographics, preferences, or even behavior. Product improvements By understanding what motivates customers to buy your brand’s products, you can tailor offers to suit client needs better.

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Campaign Customers Clients Referrals 94

Search Engine Land

FEBRUARY 1, 2024

To address these, PPC marketers working with GPT-4 can focus on four aspects: Prompt engineering. For example, GPT-4 can’t connect to Google Ads, so it can’t accurately describe how campaigns perform. Let’s explore some GPT-4 capabilities that help address these three problem areas, starting with prompt engineering.

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Construction Campaign Engineering Technique 123

Lead Fuze

JULY 4, 2023

Next, we’ll discuss harnessing webinars as a powerful tool for not only educating your target audience but also converting attendees into clients. Lastly, we will explore email marketing techniques aimed at building relationships with prospective clients while collecting valuable data used to improve product or service offerings.

Lead generation 52

Lead generation Clients Strategize Technique 52

Hubspot

MAY 30, 2019

In the world of search engine marketing (SEM), more and more marketers are buying into PPC campaigns. Marketers know that properly investing in PPC can result in nearly guaranteed ad placement in search engine result pages. Identify, build, or refine your campaign's landing pages. You use a template! PPC Plan Template.

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Campaign CTR Engineering Lead generation 101

Search Engine Land

FEBRUARY 13, 2024

Each email is tailored to your client’s account setup, offering recommended solutions to enhance campaign performance. As advertisers continue to face difficulty reaching Google Ads support, these automated emails offer valuable insights to boost campaign performance. Why we care. Multiple account advice. Direct links.

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Launch Campaign Clients Engineering 104

Lead Fuze

JULY 24, 2023

Whether you’re an independent filmmaker or a seasoned video production company, knowing how to get clients for video production is crucial to your success. However, with numerous players in the market offering similar services, how can you stand out and attract more clients? How do production companies find clients?

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Clients Real Estate Product Referrals 52

Search Engine Land

NOVEMBER 7, 2023

Marketers will be able to use the technology to generate text and image assets for campaigns using prompts within a matter of seconds. PMax will take performance data into consideration when suggesting certain assets for campaigns to help ads perform across all of Google’s inventory and formats. Why we care. Moving forward.

Campaign 133

Campaign Engineering Clients Technology 133

ConversionXL

APRIL 10, 2019

PPC campaigns continue to become increasingly well-targeted. While those tactics may have differentiated your campaigns in the past, they no longer do (or won’t soon). One way to stand out is to go beyond keyword targeting and create PPC campaigns for specific targets—an account-based marketing (ABM) strategy.

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Campaign Quota Promote Prospecting 131

Search Engine Land

FEBRUARY 29, 2024

Commenting on the new ad format and lack of information provided from Google, Higman told Search Engine Land: “What bothers me about most things that Google has rolled out recently is the lack of transparency.” Thankfully, we don’t have any clients who use them, but for those who do, this is a new nightmare on the daily.”

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X-functional Engineering Launch Clients 124

Search Engine Land

OCTOBER 2, 2023

The platform has added three new features to the platform, as well as two new administration tools, designed to enhance campaign efficiency and performance, benefitting small business advertisers all the way through to enterprise clients. Why we care. New Ads Manager features.

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Campaign Engineering Launch Clients 109

Hubspot

JUNE 26, 2019

PPC, or pay-per-click, campaigns can be a great way to gain traffic, leads, and ROI. Although PPC sounds like a great opportunity, creating profitable campaigns can cost you time, effort, and money. If you don’t have a strong strategy or monitor your campaigns, you could lose precious dollars.

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Campaign Launch Clients Price 100

Search Engine Land

JANUARY 12, 2024

From incorrect account suspensions to uncomfortable sales calls “aggressively” pushing automation to confusion over the platform’s own products, advertisers have told Search Engine Land that they are exasperated by the lack of help offered by their reps. And the problem only seems to be getting worse.

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Engineering Clients Networking Represent 138

Search Engine Land

OCTOBER 10, 2023

Described as the “next generation of Discovery campaigns,” it comes with new features, inventory, and insights, as well as an enhanced ad creation flow. Demand Gen can achieve 3X higher click-through rates, at a 61% lower cost per action (CPA) when compared to paid social campaigns, according to Google. Why we care.

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Customers Click Through Rate Entertainment Retail 127

Search Engine Land

DECEMBER 8, 2023

These tools have streamlined our processes and have been instrumental in driving successful digital marketing campaigns. This enhances efficiency and enables us to create client-friendly dashboards, simplifying the reporting process. Dig deeper: 11 free tools for PPC campaign management 3.

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Campaign Gaming Clients Growth 118

Search Engine Land

APRIL 19, 2024

Here are some ways to set and manage expectations for PPC clients and agency teams. Outline expectations during the sales process Setting expectations at the beginning of a client engagement or project is crucial for success. Agree on what work will be performed What services will you be providing to the client? Which ones?

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Contract Clients CRM Meeting 105

Martech

FEBRUARY 27, 2024

In its place, let’s rewrite it with authenticity, collaboration and impact so we can: Go beyond fleeting and forgettable campaigns. Meanwhile, Bennett, a creative director and son of a coach, made a conscious decision to shift from working as a creative director on fleeting campaigns to building his coaching practice.

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Campaign Clients Trust Drivers/motivators 107